We spend more on ingredients than on any other aspect of our business. By making everything in-house and sourcing ingredients directly from our producers, we keep our supply chains short and avoid paying unnecessary intermediary margins. This allows more of every pound we spend to go directly into the quality of our ingredients. So, while great food costs money, we offer exceptional value for the prices we charge.

Defining 'best'
The best ingredients rarely travel through long supply chains. That's why we work as closely as possible with the people who grow and make them, choosing ingredients for their flavour, quality and the way they're produced.

The Lincolnshire Poacher in our Ham & Cheese Croissant is a multi-award-winning cheese that sits somewhere between a traditional West Country Cheddar and an alpine Comté. When we first approached Simon and Tim, they couldn't believe we wanted to use it in a croissant. It took a few conversations – and some taste tests – to convince them we were serious.

You'll find Daily Dose in our bakery fridges. George and his team cold-press wonky fruit and vegetables to preserve as much flavour and nutrition as possible, without fillers or artificial flavourings. Together, we've helped save more than 1,200 tonnes of fruit and vegetables that might otherwise have gone to waste.

This year we'll buy 3,000 tonnes of organic wheat directly from farmers, creating the UK's largest fully traceable volume of organic wheat. Through our Wheat Project with John at Shipton Mill and making a hyperlocal loaf with Henry at Bruern Farms, we've worked alongside regenerative farmers, adapting the way we bake to the grain their land naturally produces, rather than asking them to grow to our specifications. The result is healthier soils, more heritage grains and bread that reflects the land it came from.

That approach is reflected across our menu. We work with Capestone, our organic poultry partner in Pembrokeshire; source 100% free-range fresh pork, ham and bacon; buy fully traceable British milk, cream, butter and cheddar; use wild salmon from Severn & Wye; use regenerative single-variety cacao from XOCO; and source fully traceable teas from JING, whose growers they know personally.

For us, better food begins with better ingredients, and better ingredients begin with the people who produce them.